Lead scoring is the automated method of ranking leads by their likelihood to convert into customers. It combines two main inputs: demographic fit (how closely the lead matches the Ideal Customer Profile and Buyer Persona) and behavioral signals (which actions the lead has taken, website visits, content downloads, demo requests, email engagement). The combined score determines whether a lead crosses the threshold to become a Marketing Qualified Lead (MQL). It's the mechanism that operationalizes the MQL handoff to sales.
The two scoring dimensions:
Demographic / firmographic score (who the lead is):